Sample Objectives and Key Results (OKR) for Education Franchises

By | Education, Sample OKRs
Education Franchises Objectives and Key Results

Education franchises employ hundreds of thousands of people across the US and around the world. According to IBISWorld, there are almost 173,000 businesses operating as tutoring or driving schools in the U.S., employing 343,451 people. As the world shifts, some of this revenue will be coming from online sources.


  1. O: Increase profitability through sales and marketing enhancements.
    1. KRs:
      1. Get cost/lead to $70 off of online sources.
      2. Have a trial conversion rate of 80% (new students/trial).
      3. Increase walk-in traffic by 10%.
      4. Get online reviews to 4.1 stars.
  1. Initiatives:
    1. Have home office Marketing team review marketing campaigns.
    2. Work with property management company for brighter and more engaging signage outside of center.
    3. Have an email campaign directed at happy customers encouraging reviews.
    4. Self audit using “World-Class Service” audit in FranchiseBlast.
  1. O: Increase franchisee efficiency.
    1. KRs:
      1. Maintain coach cost at 33% or lower.
      2. Get Marketing cost to 10% of Sales.
      3. Increase coach to student ratio from 1:5 to 1:8.
      4. Increase engagement in online platform for students by 20%.
  1. Initiatives:
    1. Review coach cost on monthly FranchiseBlast scorecard.
    2. Do a Facebook live showcasing the new online platform.
    3. Train coaches on how to manage more students.
    4. Apply for government grant for hiring students.
  1. O: Delight customers.
    1. KRs:
      1. Have an NPS of 70 from parents.
      2. Have an NPS of 50 from students.
      3. Get three customers to post a review over 4 stars/month.
      4. Have 10% of customers enroll a second student from same household.
  1. Initiatives:
    1. Launch a customer appreciation event including parents, students, and their family and friends.
    2. Create flyers for second student promotion to be handed out at the center.
    3. Create annual award for coach with highest NPS for parents or students.
    4. Train coaches to ask happy parents to post a positive review.

Hopefully these sample objectives and key results have helped you out. Do you want to take it a step further? Learn more about strategy and education franchises by checking out the following:

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10 Important KPIs for Education

By | Education, Sample KPIs

In education, tutoring and children’s services, you want to have your students to have good habits. But sometimes it is worthwhile to take a look at your own habits. Is your business getting an A+? Also, what habits will predict success? After years of experience and looking at dozens of franchised businesses, we compiled the list of KPIs below.

Sales and Marketing


Cost/Lead is an important metric for any small business and is best done both overall, and by marketing method that are popular in education such as Pay Per Click (PPC), Social, Direct Mail, Events etc. Start by tracking it overall, and the buckets can be added on over time. The Home Office should set cost/lead depending on the economics of the business and the franchisees can follow. This is a great way to benefit from the “network effect” in the franchise model. When counting leads, you want to focus on the qualified one, not ones with incomplete information or ones that are vendors trying to sell you something. It should only be people who want to buy your services.

Cost/Lead =(Total Marketing Cost)/(Total Qualified Leads)


This simple metric reflects the overall health of the business. Year Over Year (YOY) comparisons are useful in education businesses, since they are seasonal depending on the school year and standardized tests.


Many education businesses focus on trials giving potential customers a “taste” through one free class or a trial. Having a goal for trials for your franchisee is a fantastic way to encourage them to keep momentum within the business. Seasonally, they will wax and wane but there is always opportunity for momentum.

Trial Conversion

Trial conversion measures a few things. It looks at the experience of the trial – did you have the best coach work with that student, and did they get a good outcome? It also measures the sales process after the trial is done. Trial conversion can vary widely depending on the individuals in your organization, so it is definitely worth studying. Some organizations also choose to do deeper qualitative research on former trials.

Trial Conversion = (New Students for Period)/(Trials for the Period) 

Students Created

Having a regular flow of students keeps the environment vibrant and lively. Benchmarking these across franchises can also create a healthy sense of competition.


Attendance %

While some see low attendance as a good thing – since students are paying but not attending means facilities are not used as much yet the business is still making revenue. But this attitude is outdated. Having students attend regularly means they will come back, instead of losing interest in the program. Also – parents will leave more positive reviews.

Attendance %=(Total Attended)/(total Scheduled)

Churn %

Churn rate, also known as the rate of attrition, is the percentage of users who stop using your services within a given period. In these competitive times where customers have a myriad of options, it is good to watch this number closely.

Churn %=((Students at Beginning)-(Students at End))/(Students at Beginning)

Net Promoter Score (NPS)

NPS is a customer loyalty metric which rates customers as a Promoter, Detractor or Neutral depending on their answer to the following question: “How likely would you be to recommend us to a friend or family member?” on a 10-point scale. Promoters are 9-10, Neutrals are 7-8 and Detractors are 0-6. It can be calculated as follows:

NPS =  (%Promoters)-(%Detractors)

CSAT is also a popular way to measure customer satisfaction

Coaches or Tutors

Hours Taught

Hours taught tracks the operational side of the business, and does not depend on payment plans etc. This is another metric that varies with the seasons and is better to be compared YOY.


Tracking NPS/coach helps you determine which coaches are stronger. It then stands to reason that your overall NPS will get higher if you put those popular coaches on more shifts. To calculate, attribute the NPS to each individual coach. You may need to extend the period if there are a lower number of survey responses.

Get More Educated

Looking for more KPIs for your Franchise? Look at our post on how to use KPIs in Franchising.

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